Research On Relevant Market Definition Method Of Real Estate Network Platform

In recent years,with the progress of network technology and the rise of network economy,the platform model is gradually integrated into the important industry of national economy.As a product of the combination of traditional real estate enterprise and platform model,real estate network platform shows the trend of monopoly gradually,which brings new challenge to anti-monopoly theory.However,there are still few researches on the real estate network platform.Most scholars try to explore the pricing model and profit strategy of real estate network platform from the angle of e-commerce theory.Only a few scholars study the economic behavior of real estate network platform with the theory of two-sided market.Besides,at present,the research on the definition of the relevant market in two-sided market(the first step of anti-monopoly implementation)is limited to the field of advertising supporting media and payment card system,and the research on market definition of real estate network platform is still blank.Accordingly,based on the theory of two-sided market and the characteristics of real estate network platform,this paper studies on the method of relevant market definition of real estate network platform.The main research contents and conclusions are as follows:(1)It defines the concept of real estate network platform and its market scope,analyzes the pricing model in the case of monopoly,then gets the charge form and price structure characteristic of real estate network platform.On this basis,according to the needs of the relevant market definition,the real estate network platform product markets was divided into four categories,which is transaction-unilateral toll-type product market,transaction-bilateral toll-type product market,registration-unilateral toll-type product market and registration-bilateral toll-type product market.(2)According to the classification of product market,the applicability of the hypothetical monopolist test(SSNIP)and the Critical Loss Analysis(CLA)model under the two-sided market mode is analyzed.The conclusion is that the free side market of the registration-type product market is not applicable.Then,according to the corresponding standards,the SSNIP test and the CLA model are constructed for the real estate network platform.At the same time,based on the simple comparison between the model results under the traditional unilateral mode and the two-sided mode,it is pointed out that the results of SSNIP test and CLA model under the traditional unilateral mode are still applicable to the market of transaction-type products.(3)On the basis of reasonably restricting the value of all kinds of indexes about the advertising service market of real estate network platform,the process of using CLA model to define the relevant market of the advertisement of Fang Co.,Ltd.is simulated.At the same time,with the help of MATLAB drawing function,the judgment results of CLA model under unilateral and two-sided mode are compared and analyzed.The conclusion is as follows: in some market conditions,t the judgment result of the traditional unilateral mode is still reasonable;but in other states,the judgment result of unilateral mode is opposite to the actual situation;and the range of error area is affected by the direction and intensity of the user's cross network externality in the advertising service market.The study on the definition method of real estate network platform,on the one hand,constructs the quantitative analysis framework of the relevant market definition under the two-sided mode of real Estate network platform;on the other hand,clarifies the choice strategy of the market definition of real estate network platform under different circumstances,which reduces the waste of judicial resources.